Why share of voice matters
By Robert Whiteford
Marketing ROI Director (Europe), The Nielsen Company
Marketing ROI Consultant (Europe), The Nielsen Company
Marketing and IPA dataBANK Consultant
It is fitting in an awards year dedicated to smaller budget campaigns, that the challenge of working with smaller budgets is explored at the outset of this Advertising Works volume. And this is a good time to do so for other reasons. Recession has forced many marketers to work with reduced budgets, with no clear idea of the likely impact on the longer-term sales and profitability of their brands....